Higher education branding: Nova School of Business and Economics and Bocconi University

• Autor(es): Cuicchi, Federica
• Data: 2014
• Identificador Persistente: http://hdl.handle.net/10362/11862
• Origem: Repositório Institucional da UNL
• Assunto(s): Brands; Higher education; Stakeholders; Brand image
• Tipo de Documento: Dissertação de mestrado
• Idioma: Inglês
• Orientador(es): Cardoso, Elizabete
• Contribuidor(es): RUN

Descrição

A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics

In this thesis it is shown a comparison between two of the top thirty European Business School 2013 Ranking of the Financial Times: Nova School of Business and Economics and Bocconi University. The analysis is carried out focusing on the brands and the stakeholders perceptions by analyzing the findings of twenty-four in-depth interviews. These interviews were conducted to students and alumni from both universities in order to show the gaps in brand image. Findings indicate different impacts of two different realities stemming from their history, value and culture. The aim of this work is to show some tools business school can use to better manage and capture stakeholder’s value.